The Specsavers Learning & Development team needed help with branding a set of sales training materials. The new programme was to cover face to face training as well as e-learning and would give delegates the fundamentals of selling and communication. It was to be called “Creating Customer Value”.
The new initiative was to be marketed to staff in a marketing campaign which would bring awareness and engagement with colleagues.
They also required support in producing materials (such as Powerpoint templates) to deliver the initiative.
They asked us to work with them to create a distinctive look and feel, tone of voice and concept.
Process & Results
Through a process of collaboration we developed concepts for a new brand identity and a distinctive visual system. A strategy was developed out of the “explorer” brand archetype which the which helped to convey the concept of a journey to delegates.
Bright colours were selected which complimented the existing Specsavers identity. The bright, illustrative feel gave a positive vibe and differentiated the initiative from the more corporate training which staff underwent. The use of flags was employed to denote celebration and reaching a destination.
The whole concept was designed to be non-patronising and yet fun and friendly.
The branding was applied to all training and promotional materials and rolled out nationality.